CASE STUDY · CONVERT, RETAIN AND ATTRACT WALLS

Six in Ten Test Takers Arrive Through Campaigns We Run

How IELTS.ng paired page-one Google rankings with paid campaigns that now deliver 60% of monthly test takers, backed by a sample-test platform and a support system that answers in under 30 minutes.

60%

of monthly test takers from paid campaigns

Meta and Google ads, rebuilt around enrolments.

Page 1

every target keyword on Google

The demand was searching. Now it lands here.

<30 min

enquiry and complaint response time

No lead waits. No complaint festers.

WHERE THEY WERE STUCK

The Demand Was Searching. It Wasn't Landing on Them

IELTS.ng serves one of the most search-driven markets in Nigerian education: thousands of prospective test takers googling preparation every month. But the site wasn’t capturing that demand. Target keywords sat outside page one, ad spend couldn’t be tied to actual test takers, and enquiries that did arrive waited hours for a reply.

Meanwhile every prospect had one burning question, “am I ready?”, and nowhere on the site to answer it. They bounced to whoever let them test themselves first.

The engagement rebuilt the full path: attract the searchers, convert the uncertain, and answer everyone in under 30 minutes.

WHAT WE BUILT

Three Walls, One Growth Engine

Attract led the engagement, but demand only counts if the site converts it and the team answers it. Each piece got a written goal before work started.

01 · ATTRACT

SEO That Owns Page One

Every target keyword now ranks on the first page of Google. The demand that was going to competitors now lands on IELTS.ng.

02 · ATTRACT

Paid Campaigns Built for Enrolments

Meta and Google ads rebuilt around a single metric: test takers, not clicks. They now deliver 60% of monthly test takers.

03 · CONVERT

Sample Test Platform, Instant Results

A custom-built sample test that marks the moment you finish. Prospects answer “am I ready?” on the site, and the ones who aren’t yet convert into students.

04 · RETAIN

30-Minute Support System

A support workflow that handles every enquiry and complaint in under 30 minutes. No lead waits, no complaint festers, no goodwill leaks.

THE WRITTEN GOAL

Every engagement gets one. Here’s the headline metric.

METRIC: Share of monthly test takers arriving via paid campaigns
BASELINE: Unattributed: spend couldn’t be tied to enrolments before the engagement
TARGET: Agreed in writing before work started
DEADLINE: Day 360

Result: 60% of monthly test takers, measured monthly against the written plan. The supporting goals (page-one rankings, instant-result platform, sub-30-minute support) were tracked the same way.

See How the System Would Apply to Your Business

The 2-minute diagnostic shows which of your four walls is costing you most.

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